Zip produce instant hot water taps for the commercial and residential markets. They are a great example of how exhibitions can fit into the overall marketing mix. When they first approached us three years ago Zip were trying to raise brand awareness and they were looking to achieve direct sales from the stand. They wanted to use the opportunity of Grand Designs Live for the UK launch of their new Hydrotap Arc.
Over the last couple of years the objectives of their exhibitions have evolved. By exhibiting at a number of shows annually it gives them a chance to educate their existing customers and upsell the products that they offer.
Zip also wanted to harness the power of exhibiting to generate editorial coverage in their respective trade and consumer magazines. They used a competition at the exhibition to offer one lucky winner a new Zip Hydrotap.
They reported a very busy show. The competition winner had the tap installed in her new kitchen – which was then generated valuable column inches in the Grand Designs magazine as well as material for their Twitter feed.
The show was attended by 55,000 visitors – where would a company get a captive audience and get to meet this many potential customers face to face?